影響銀行顧客關係慣性與顧客忠誠度因素之關聯性模式

The Relational Model of Bank Customer Inertia, Loyalty and Factors Affecting Inertia

鄭青展(Ching-Chan Cheng) ； 陳坤志(Kun-Chih Chen) ； 鍾千惠(Chien-Hui Chung)

《中華管理學報》 9卷3期 (2008/09) Pp. 23-50

https://doi.org/10.30053/CHJM.200809.0002

摘要

本研究試圖探討銀行業關係慣性對顧客忠誠度的關聯性，並找出影響兩項變數之前因變項，並比較影響實體銀行和網路銀行顧客關係慣性與顧客忠誠度關聯性模式差異性。本研究以實體銀行及網路銀行消費者為研究對象，分別取得172份及154份有效問卷，並經由結構方程模式分析得知，在整體方面，消費頻率及服務便利性對顧客關係慣性有顯著地影響，且關係慣性對顧客忠誠度亦有顯著地影響。另外，消費頻率、銀行利率和手續費對於實體銀行顧客關係慣性之形成有較顯著地影響，而消費頻率和服務便利性對於網路銀行顧客關係慣性之形成有較顯著地影響。

關鍵字

銀行業 ； 關係慣性 ； 顧客忠誠度 ； 實體銀行 ； 網路銀行

並列摘要

This study attempts to explore the relations between the inertia of the relevance of customer loyalty, and identified the impact of the two variables before because of variables, and compares the impact of banking and Internet banking entity customer relationship and customer loyalty relevance of the habitual mode of difference. In this study, banking and Internet banking entities for the study of consumers, made 172 and 154 valid questionnaires respectively, through the analysis of structural equation model, In general, the frequency of use and convenience of the customer service relations have significantly affected inertia, and the relations between the inertia of a significant impact on customer loyalty. In addition, the frequency of use, bank interest rates and fees for banking entity customer relationship inertia of the formation of a more significant influence, and the frequency of use and convenience of services for Internet banking customer relationship inertia of the formation of a more significant influence.

並列關鍵字

Banking Industry ； Inertia ； Customer Loyalty ； Physical Bank ； Internet Bank